Brewers Fayre
From Wikipedia, the free encyclopedia
| Brewers Fayre | |
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| Type | Public owned by Whitbread Plc |
|---|---|
| Founded | 1980 |
| Headquarters | Dunstable, Bedfordshire |
| Area served | United Kingdom |
| Industry | Hospitality |
| Products | Food and Beverages |
| Parent | Whitbread plc |
| Website | http://www.brewersfayre.co.uk/ |
Brewers Fayre is a chain of British restaurants, with around 350 outlets. They serve traditional British food, such as steak and kidney pie, fish and chips, or roast chicken.
Brewers Fayre prides itself on being a family restaurant suitable for everyone, and many larger outlets have a Fun factory where kids can run around and let off steam. The children's character Charlie Chalk was originally used as the company's mascot, but he has now been replaced with the firm's own Brewster the Bear.
For a period in the early 2000s, some Brewers Fayre outlets were rebranded as Brewster's, in order to differentiate them between family diners and restaurants from those that are more suited for adults. The two have now "remerged" and the former Brewsters are now Brewers Fayre once more.
In 2006, parent company Whitbread agreed to sell 239 standalone restaurants, of both the Brewers Fayre and Beefeater chains. These are restaurants which existed without an adjoining Premier Travel Inn (PTI) hotel. These restaurants had traditionally lower revenues, and were seen as an obstacle to sales growth in the company, as growth had stalled in them compared to the still-growing PTI sites. Whitbread sold them to market rival Mitchells and Butlers, who plan to rebrand them in their Harvester, Toby and Sizzling chains. Some standalones were retained, such as Lauriston Farm in Edinburgh, as these can be developed into PTI sites due to additional development land within the property.
Whitbread has started a refurbishment program within the estate. These sites, known as "segmented" sites, are seeing substantial refurbishment, with a more upmarket feel. Examples of these can be found at the "Moseley Park" in Birmingham and "The Newhouse" in Motherwell.
The chain has a policy of standardised menus across the whole of the UK, which can be viewed on their website. However, "Segmented" sites are trialling specialised, more upmarket menus, offering more meals that are freshly prepared. The menus for these sites will eventually be rolled out across the entire brand, as Whitbread's refurbishment programme for the Beefeater and Brewers Fayre sites continues.
